Posts tagged “threat”

It’s been a while since I posted short snippets around links I’ve found fascinating, and while that means these stories don’t come out of this week’s news, I think they are all are provocative and worth being aware of.

Marketers change pronunciation in ads to attract shoppers [CBC] – The value of the Z as a cultural indicator when selling products in Canada. Canadian companies remind of their status by highlighting the “zed” while some American companies will create a Canadian-specific ad, replacing “zee: with “zed” (depending on the product and it’s meaning – and cost)

Because cars are so closely tied to image and identity, it’s very important to get that identity correct when speaking to Canadian car buyers. But in the end, it all comes down to dollars and cents. If the product is low-end and utilitarian, marketers will go cheap and run the U.S. product name, commercial and pronunciation in both countries.

But when there’s a risk of offending the identity of Canadian buyers of big ticket items, marketers will spend the extra loonies to do a custom version for Canada.

Nothing says “Let’s hit the outlet mall” like nearly being wiped out by a rocket. A study of both Americans and terrorized Israelis suggests that certain people respond to the threat of death by going shopping. Because if it’s your time to go, you may as well be wearing the latest from Forever 21 Michigan State University marketing professor Ayalla Ruvio and her colleagues performed two studies of potential shoppers. The first took place in Israel. Questionnaires were handed out at a community center in a town just one kilometer from the Gaza Strip, during six months of daily rocket attacks there in 2007. The same surveys were distributed in a second town farther from the fighting, where residents were aware of the violence but not in direct danger. The questionnaires were meant to ferret out a few different answers about people. Did they experience post-traumatic symptoms such as nightmares or memory loss? Did they cope with negative feelings by buying things? How often did they return from a shopping trip with items they hadn’t meant to purchase? Other questions assessed how materialistic the subjects were-did they place a lot of value on owning nice things? Israelis who were experiencing daily rocket attacks, unsurprisingly, reported more post-traumatic stress. People who felt more stress admitted to more compulsive or impulsive shopping behaviors. And both these effects (feeling stress and going shopping) were stronger in more materialistic people. For their second study, the researchers used a group of 855 American subjects, meant to be demographically representative of the U.S. population overall. Subjects filled out an online survey that measured their materialism, shopping habits, and how much they thought about their own death, as well as other factors. Once again, for people who were more materialistic, there was a relationship between fear of death and impulse buying.

Because the more materialistic Israelis experienced more stress, the researchers think “materialism makes bad events even worse.” And when materialistic people feel threatened, they buy things they don’t really want (or maybe can’t afford). The findings don’t only apply to people living in the Middle East. Events that make people fear for their lives can include car accidents, assaults, and natural disasters. Yet Ruvio puts a positive spin on the ubiquity of trauma. “This presents an opportunity for both manufacturers of impulse items and the retailers that sell these products,” she writes. When a severe storm or a military crisis is brewing, she suggests stores put their high-profit-margin items up front where impulse shoppers will see them.

While retailers may be able to benefit from people’s crises, shoppers themselves won’t. Previous research, Ruvio writes, shows that “most materialistic individuals derive little satisfaction from their consumption activities.” So much for retail therapy.

How to fight back? Just buy one of Simone C. Niquille’s “REALFACE Glamoflage” T-shirts, a series of bizarre, visage-covered garments designed specifically to give Facebook’s facial recognition software the runaround.

Niquille dreamed up the shirts as part of her master’s thesis in graphic design at the Sandberg Institute in Amsterdam. FaceValue, as the thesis is titled, imagines new design solutions for the near-future, mining the ripe intersection of privacy, pattern recognition and biometrics. The shirts, custom-printed for around $65, are one of three such imaginings–a tongue-halfway-in-cheek tool for pushing back against the emerging trends of ubiquitous, computer-aided recognition. Covered in distorted faces of celebrity impersonators, they’re designed to keep Facebook’s algorithms guessing about what–or more accurately who–they’re looking at.

“I was interested in the T-shirt as a mundane commodity,” Niquille explains. “An article of clothing that in most cases does not need much consideration in the morning in front of the closet…I was interested in creating a tool for privacy protection that wouldn’t require much time to think in the morning, an accessory that would seamlessly fit in your existing everyday. No adaption period needed.”

“It’s not that I don’t have an Oreo every once in a while,” Mr. Putman said. “We just want folks to understand that beautiful carrots have badge value the same way peanut butter, chocolate pie does.” Having badge value means something is interesting enough to deserve a hashtag.

The company’s slogan is “Beauty, Brains, Bitcoin.” Its logo is a sketch of two voluptuous, nude women, posing pin-up style beside the stylized bitcoin “B.” The company website, yet to be completed, is now a photo collage of women, some topless, silhouetted against a beach sunset. Blincoe refers to members as “our beauties.” For Blincoe, there is urgency in staking a claim for women in the highly lucrative world of bitcoin, a crypto currency that by many accounts has the potential to shape the future of how transactions take place and currency flows online. For now, the main function of Bitcoin Beauties is hosting a small-but-growing weekly gathering where women talk bitcoin.

The Anti-Digit Dialing League was a short-lived movement that arose in 1962 and faded, it would seem, in 1964. Founded in San Francisco, the ADDL opposed “creeping numeralism” and fought a losing battle to preserve the use of telephone exchange names.

In May 2008, I coordinated what I call an inspiration study concerning healthy eating. What do Japanese people eat and drink? Why? Is there a particular tradition or habit that people have developed around eating? How are the perceptions of eating and health related in Japanese culture? My mission was to make sure that my client’s researchers had all the exposure they could imagine around how Japanese people buy, cook, and eat, through interviews, observations, and own experiences.

One day, our interview took place in the residential area of East Kanagawa, an hour-and-a-half from Tokyo. Our informant was a housewife in her late 40s. She expressed a clear preference about her choice of vegetables, for the sake of the wellbeing of her husband and two children. She offered us pickled vegetables and soft bamboo shoots, all homemade and requiring time and dedication to prepare. She also allowed us to see what is inside her refrigerator, which some would consider a brave act, as many housewives whom I met considered this far more private than their bedroom or toilet!

The interview went fairly well. She was very relaxed and open, and I felt that we got more than what we came for. But there was one minor glitch: the interpreter we hired was not quite the person we hoped her to be.

The interpreter came from an agency, arranged by my fellow researcher. An hour before the interview she appeared at the meeting point and we had a chat. She was a lady in her late 30s with a soft, elegant smile. Dressed in a white jacket with a stitched Camellia flower, she appeared to me to be very sophisticated. The way she spoke to us prior to the interview was soft but confident, and until the actual interview started, I had no doubts.

As the interview progressed, I noticed that my clients appeared confused. The interpretation concentrated on facts and did not convey the emotion and the passion that we were clearly seeing from the housewife, with her big smiles and gestures. Thirty minutes passed by and after some struggle, my client asked in a very polite way that the interpreter stop. From that point on, the client asked the questions, and I became the interpreter. This change of setup was done quite discreetly, and I do not think that the housewife noticed much.

Dismissing someone on the spot is not an easy thing. It is awkward and challenging. But I felt my client addressed the matter in a very professional way. After we left the informant’s home, I saw that my client stepped away from the rest of the group and approached the interpreter, to talk with her about why she had done that. From a distance, the interpreter appeared calm. I assumed that despite the situation, she took things well.

Soon after this interview the study was complete and my clients went back to the States. But four days later, in the middle of the night, I received an international call: it was my client. I called her back. She told me that she received an email from that interpreter and I should read this as soon as possible. In the email, the interpreter has written eloquently about how humiliated she was on that day. This email was in fact a suicide note, telling us “I have no choice but to kill myself.”

I felt like someone had hit my head real hard. There was a tremendous rush of anxiety, anger, and confusion. How could this happen? What did we do wrong? Why is she reacting this way? Despite of the odd hours, we frantically called her and her agency. After three or four hours we confirmed there was nothing wrong with her. We learned it was simply her way of expressing her anger and making sure we felt sorry for her.

“Lip! Lip my stockings!” a Japanese call girl shouts in the film Lost in Translation, as she forces the American celebrity actor played by Bill Murray to ‘rip’ her stockings in his hotel room. The combination of an exposure to foreign culture and the wrong interpretation can generate confusion, frustration, and often times, laughter. But on that day, it was mostly confusion that the experience brought me. Sometimes we experience foreignness in our own culture.

Regardless of your perspective on the NYC subway bag searches, one must admit that this is genius. Use tools that put the customization (if not the direct creation) of products into everyone’s hands and use the icon of the product itself to comment on the event. It’s more than a slogan-on-a-t-shirt/button/placard, it’s product as social action.